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All Journal AGRISE JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Jurnal Riset Manajemen dan Ekonomi
Mas Ayu Ambayoen
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Communication Strategy of Kasepuhan Sinar Resmi Community in Maintaining Local Varieties for Strengthening Leuit (Village Barns) Mas Ayu Ambayoen; Bayu Adi Kusuma; Resya Eka Pratiwi
Agricultural Socio-Economics Journal Vol 18, No 1 (2018): JANUARY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (593.299 KB) | DOI: 10.21776/ub.agrise.2018.018.1.5

Abstract

Village food barn is one concept of food security based on local wisdom that is able to maintain the stability of food supply of the community. Leuit (barns) for Kasepuhan Sinar Resmi Community is a tradition of harvesting of rice that still exists today. The harvests stored in Leuit come from local varieties that are still preserved its authenticity. There are about 68 local varieties that are still cultivated by the Kasepuhan community. The results of this study indicate that there is a communication strategy conducted by Kasepuhan Sinar Resmi community in maintaining local varieties and Leuit sustainably. The communication strategy is reflected in the oral tradition from generation to generation. As a society, that still follows the paternalistic culture; the role of traditional leader is very dominant. In addition, customary values and norms are still well maintained, such as taboo culture (pamali), selling crops and the sharing of local varieties grown to maintain the existence of Leuit sustainability and their local genetic resources.
Efektivitas Instagram @abangsayurorganik Sebagai Media Pemasaran Ulfa Saski Adhefia; Mas Ayu Ambayoen; Bayu Adi Kusuma
Jurnal Ekonomi Pertanian dan Agribisnis Vol 5, No 4 (2021)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jepa.2021.005.04.1

Abstract

Abang Sayur Organik merupakan salah satu pelaku usaha yang menggunakan media sosial Instagram sebagai media pemasaran adalah. tujuan dari penelitian ini adalah (1) menganalisis pemasaran yang dilakukan Abang Sayur Organik. (2) Menganalisis efektivitas Instagram Abang Sayur Organik. Jenis penelitian ini adalah pendekatan kuantitatif dengan pemilihan lokasi penelitian secara purposive dan penentuan sampel menggunakan Systematic Random Sampling. Metode analisis data yang digunakan adalah model Customer Response Index (CRI). Hasil dari analisis yaitu (1) Pemasaran Instagram yang dilakukan Abang Sayur Organik berdasarkan 4Cs terdiri dari  Contex; ungahan dengan berbagai konten yang disertai caption and tagar, Communication; komunikasi dilakukan secara personal (direct message dan kontak admin) dan impersonal (kolom komentar dan group chatting), Collaboration; merepost instastories konsumen merupakan kerjasama yang dilakukan Abang Sayur Organik untuk meningkatkan kepercayaan calon konsumen, and Connection; menjalin komunikasi yang baik, memberikan edukasi pertanian, dan memberikan reward kepada konsumen untuk menjaga dan mengembangkan hubungan yang sudah terjalin. Efektivitas komunikasi pemasaran Abang Sayur Organik dilakukan dengan menggunakan rumus CRI yang menghasilkan unaware sebesar unaware sebesar 1%, no comprehend sebesar 1%, no interest sebesar 2%, no intentions sebesar 7%, dan no action sebesar 31%, dan action sebesar 58%. Sehingga dapat dikatakan komunikasi pemasaran Abang Sayur Organik efektif karena nilai hirarki action melebihi unaware, no interest, no intentions, dan no action.
Pengaruh E-WOM pada Media Sosial Instagram terhadap Keputusan Pembelian Produk Sayuran di Bos Sayur Malang yang Dimediasi oleh Kepercayaan Konsumen Sionly Octa Frisca Sibarani; Mas Ayu Ambayoen; Hendro Prasetyo
Jurnal Ekonomi Pertanian dan Agribisnis Vol 6, No 3 (2022)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jepa.2022.006.03.24

Abstract

Persaingan bisnis produk secara online mendukung pelaku usaha untuk melakukan strategi dalam memikat minat konsumen dengan menerapkan electronic word of mouth (e-WOM) dengan melihat dari persepsi dan interaksi dari pengguna instagram terhadap produk. Penelitian ini bertujuan untuk mengetahui pengaruh variabel intensitas penggunaan media sosial, pendapat konsumen, konten instagram terhadap keputusan pembelian produk sayuran melalui kepercayaan konsumen produk sayuran di Bos Sayur Malang. Total responden dalam penelitian ini berjumlah 98 responden dengan kriteria mengikuti (follow) akun instagram  bossayur.id dan pernah melakukan pembelian produk sayuran di akun instagram  bossayur.id minimal 1 kali pembelian. Metode pengumpulan data menggunakan kuisioner online berupa google form dan wawancara. Teknik analisis data yang digunakan menggunakan alat SEM PLS dan menggunakan software WarpPLS 7.0. Hasil penelitian menunjukkan variabel e-WOM yang terdiri dari intensitas penggunaan media sosial, pendapat konsumen, dan konten instagram berpengaruh secara signifikan terhadap keputusan pembelian melalui kepercayaan konsumen.
Efektivitas Pendampingan Berbasis Internet untuk Mengoptimalkan Program Batu Smart City ditengah Pandemi Covid-19 Alia Fibrianingtyas; Mas Ayu Ambayoen
Jurnal Ekonomi Pertanian dan Agribisnis Vol 6, No 4 (2022)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jepa.2022.006.04.40

Abstract

Sejak mewabahnya virus Corona di Indonesia, industri berbasis online mengalami kenaikan yang pesat dibandingkan sebelumnya. Perubahan perilaku konsumen ini mengarah kepada berbelanja kebutuhan pokok sehari-hari, seperti sayuran dan buah-buahan melalui online. Tentunya hal ini menjadi peluang besar bagi petani di Kota Batu dengan memanfaatkan Aplikasi Among Tani untuk memasarkan produknya. Namun hal ini tidak sebanding dengan fakta yang disampaikan oleh salah satu tim smart city, yakni pada Bulan Desember 2019, jumlah pengguna aktif Aplikasi Among Tani hanya berjumlah kurang dari 1.000 petani. Padahal data yang tercatat di BPS (2018), jumlah petani yang ada di Kota Batu berjumlah 21.252 petani. Tentunya, ini menjadi tantangan tersendiri bagi Tenaga Pendamping Petani (TPP) dalam menjalankan tugasnya untuk memfasilitasi petani dalam penggunaan aplikasi Among Tani melalui online ditengah wabah Covid-19. Penelitian ini menggunakan pendekatan kuantitatif dengan tujuan untuk menganalisis efektivitas pendampingan online dan mengidentifikasi kendala-kendala yang dihadapi. Hasil penelitian menunjukkan bahwa efektivitas pendampingan berbasis internet di Kota Batu secara keseluruhan tergolong kurang efektif. Hal ini dikarenakan, pendampingan melalui internet tidak mampu membuat petani merasa paham, tidak ada kesenangan, tidak membawa dampak pada perubahan sikap, tidak menjadikan hubungan lebih baik, dan tidak ada tindakan nyata yang nampak.
The Influence of Digital Literacy of Small Business Actors on The Level of E-Commerce Use in Blitar District Siti Azizah; Arifatus Sholikhah; Irfan H. Djunaidi; Diah Priharsari; Mas Ayu Ambayoen; Siti Hamidah
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 1 No. 1 (2023): JANUARI : JURNAL RISET MANAJEMEN DAN EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.45 KB) | DOI: 10.54066/jrime-itb.v1i1.91

Abstract

MSME entrepreneurs assisted by the Livestock and Fisheries Service in Blitar Regency are classified as independent MSMEs on a household scale, so it is necessary to market e-commerce to achieve a national economy that can improve the welfare of business actors and the community. This research was conducted on MSME business actors assisted by the Livestock and Fisheries Service from several OPS MSME members, PPMK Srikandi, AKBest product business actors, and mothers of "MuZa" smoked salted egg product business spread across Blitar Regency. The time to research for This study uses a quantitative method with a methodological approach in the form of a survey. The results of the study indicate that the characteristics of MSME business actors assisted by the Livestock and v Fisheries Service in Blitar Regency, most of the business actors obtain capital sources from privately owned funds, with a monthly income of Rp. 3.082.105 ± Rp. 4.941.308, and the duration of the business is 1-5 years, while the business model is still classified in the category of independent MSMEs
FARMER’S BARRIERS IN USING INNOVATIVE TECHNOLOGY TO PROMOTE AGRICULTURAL PRODUCTS IN BATU CITY (A PERSPECTIVE FROM THE COMMUNITY DEVELOPMENT ACTORS) Alia Fibrianingtyas; Mas Ayu Ambayoen
Agricultural Socio-Economics Journal Vol. 24 No. 2 (2024): APRIL
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2024.024.2.5

Abstract

Changes in extension in the era of the industrial revolution 4.0 have greatly influenced the way information is delivered to farmers towards providing a more dynamic flow of information. This open access to information is the result of the effects of the use of information and communication technology, especially advances in cell phones and the internet. Information and communication technologies in agricultural development require certain educational processes and capacity building due to some technical difficulties and lack of skills to apply it. However, the smart city concept that implementing in Batu City in fact has not been successful. So, the objective of this research is to identify the obstacles of farmers in using innovative technology to promote the agricultural products. This research is using qualitative method with the data analysis method using Miles and Hubberman. The data was collected from indepth interview to extention workers. The results of this research shows that there are three obstacles that affects the utilization of innovative technology, such as farmer’s capability, management of application, and features of application complexity.
Pengaruh Karakteristik Dan Tipe Keputusan Inovasi Komoditas Jambu Biji (Psidium guajava) Di Desa Argosuko, Kecamatan Poncokusumo, Kabupaten Malang, Jawa Timur Nasution, Nadwah Amelia; Edi Dwi Cahyono; Mas Ayu Ambayoen
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 9 No. 1 (2025)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Over several periods of time, farmers in the village have adopted guava commodity innovations due to fluctuating market prices. The guava plant has been adopted by farmers in Argosuko Village for approximately four years. The sustainability of guava innovation over the years is due to its advantages that can meet the needs of farmers. This research is important to conduct to see to what extent the innovation characteristics of guava commodities have advantages over their substitutes and how Argosuko farmers decide to replace the commodities they grow as additional income for farmers which will have an impact on increasing farmers' income to meet their living needs. Therefore, this study aims to: 1) Describe the innovation characteristics of guava commodities in Argosuko Village, 2) Describe innovation adoption, 3) Analyzing the influence of innovation characteristics on the level of adoption, 4) Analyzing the influence of optional innovation decisions on the level of adoption. The research data analysis methods used are descriptive statistics and PLS-SEM analysis in measuring the influence of innovation characteristics and optional innovation decision. The analysis test results show that the innovation characteristics that have a significant influence ≤ 0.05 on the level of innovation adoption are relative advantage, complexity, trialability and observability. Meanwhile, what does not have a significant effect on the level of adoption of guava innovation is suitability. And the type of optional innovation decision has a significant influence ≤ 0.05 on the level of adoption of guava innovation.
Co-Authors Alia Fibrianingtyas Alia Fibrianingtyas Arifatus Sholikhah Bayu Adi Kusuma Diah Priharsari Edi Dwi Cahyono Hendro Prasetyo Irfan H. Djunaidi Nasution, Nadwah Amelia Resya Eka Pratiwi Sionly Octa Frisca Sibarani Siti Azizah Siti Hamidah Ulfa Saski Adhefia